6533b82afe1ef96bd128c177
RESEARCH PRODUCT
Consumers’ neutralization strategies to counter normative pressure : The case of illegal downloading
Philippe OdouGaël Bonninsubject
Marketingconsumer resistanceconsumer deviancemedia_common.quotation_subject05 social sciences050109 social psychologyAdvertisingneutralization theoryConsumer resistance[SHS]Humanities and Social SciencesUploadPolitical science0502 economics and businessContradictionNormativeillegal downloading[SHS.GESTION]Humanities and Social Sciences/Business administration050211 marketing0501 psychology and cognitive sciencesIdeology[SHS] Humanities and Social SciencesinternetSet (psychology)[SHS.GESTION] Humanities and Social Sciences/Business administrationmedia_commondescription
International audience; The process of neutralization of normative pressure by consumers, which allows the performance of deviant practices while maintaining the attachment to the norm, has not been sufficiently studied. Our analysis, in the case of illegal downloading, shows that consumers produce an autonomous discursive set, articulated around three defensive strategies (disempowerment as neutralizing, pragmatic neutralization, ideological neutralization) and accept internal contradiction.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2014-03-04 |